The inevitable question that management consultants are struggling with when developing their financial model for a new venture is the likely demand it could expect. When investments backing a potential venture could be substantial, the risk of estimating the demand based on secondary research only - if available at all - is too great. For this reason major international management consulting firms - and indeed their clients - require primary research to ensure due diligence in compiling a credible and defensible financial model for a project that has often only recently left the drawing board.
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